Research company Decitica has a study out about the four types of consumers in the recession and beyond. It’s a US survey but it’s probably more widely relevant.

Essentially the stats (via marketing charts) confirm that a more frugal mindshift has set hold among many consumers with almost half being either classed as ‘steadfast frugalists’ or ‘involuntary penny pinchers.’

Apparently Steadfast Frugalists (20%) have made saving a virtue, “engaging in prudence with unequivocal enthusiasm.” They are to be found in all age groups and social classes and they are most likely to continue cutting back once the recession ends. Meanwhile involuntary penny pinchers (29%) have been forced into cutting back and are as expected more likely to be found in lower income groups.

Pragmatic spenders (29%) have cut back for now but will return to their old ways once the economy bounces back, while apathetic materialists (22%) are carrying on much as normal.

Even if only 20% of consumers internalise their recession habits long-term – 85% of the steadfast frugalists say they find price comparison to be ‘satisying’, giving more scope for price comparison websites and consumer review ones.

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